In July 2006, the Citizen Relationship Management (CRM) initiative was launched by the Ministry of State for Administrative Development (MSAD) to serve as a help desk/complaint mechanism supporting the Egyptian National Government Services Portal and consequently evolved to serve other entities as will be described later on. The CRM came from the well know business line acronym “Customer Relationship Management”, which reflects how this new model perceived the citizen as customer of the public services. A commercial CRM package was used as the core system.
Different access channels were then availed through this core: a unified phone number (19468 or 19GOV) supported by a centralized call center, a single point of access through the Government Portal as well as a unique email address. Over 1 Million complaints/inquiries are received yearly.
Complaints are directly accessed by the concerned agency/organization. The central CRM team at MSAD monitors the response time for the incoming complaints in order to ensure a feedback within an acceptable time frame, through a well established coordination with the concerned agency officials.
The CRM engine then allows the management to issue periodical statistics and analysis of the types of incoming calls, complaints, response times, etc… allowing the decision makers to take proper actions in their respective fields.
The system proved to be efficient, and in some cases indispensable, especially during services accessed by a large number of citizens and had to be carried out in a limited time frame. As an example, the Online Application for Public Universities Enrollment accessed by around 400000 school students with different enquiries to be resolved on the spot. Furthermore, this setup was of great help during national crises such as earth sliding, sinking ferries, epidemics, etc.
Major Achievements can be highlighted as follows:
• Provide a help desk/complaint mechanism available in some cases 24/7
• Establish multiple interactive channels for communication between citizens and government
• Provide efficient tracking system through a ticket number assigned to each complaint
• Provide a reliable monitoring and follow up through an automated well-controlled workflow
• Ensure Fast handling for urgent inquiries (e.g health/utilities sectors)
• Generate statistics that assist decision makers to align the quality of service with the citizens' needs
The following statistics illustrates the system evolution from 2006 to 2010:
• No. of government entities using a CRM system: from 2 entities to 40
• No. of Calls : started by 220000 and reached 1 million
• No. of Complaints : from 25000 to 400000
• % of complaint resolution: from 70 % to 95%
The CRM system’s was deployed at 40+ government bodies, which allowed for building a performance management platform dubbed the “Public Service Dashboard”. It is used by MSAD officials to monitor complaint patterns and other key performance indicators (KPI’s), to pinpoint areas within the government where improvements are needed the most. Finally, the feedback received from citizens revealed an increase in the satisfaction level since, for the first time, they are capable of tracking their complaints and receive a feedback.